The Brief

As a step toward the biggest horse racing event in Japan, “JAPANESE DERBY”, We want to offer an experience of an attractive horseracing even to those who don’t go to racetracks.

Describe how the promotion developed from concept to implementation

We created a real race experience to compete with users from all around the world by scrolling with the mouse. And further more, we provided events in major cities for many people to be able to participate in races at the same time. A virtual communication method with a focus on digital contents had been converted to REAL .

Describe the success of the promotion with both client and consumer including some quantifiable results

Flood of praises percolated through SNS and 700,000 people participated in races during a promotion. 3,000 people entered in the race with a cash prize at the same time. Achieved 120% of the number of racetrack visitors over previous year. A billion yen increased in sales. A big result came out.

Explain why the method of promotion was most relevant to the product or service

We saw the strong potential for the fact that a horse runs on its fingers. By scrolling with an own finger, the users are able to experience races just like horses do.